Notflix and chill with I Can’t Believe It’s Not Butter!

Butter
(Courtesy of GLOW)

I Can’t Believe It’s Not Butter! is launching ‘The Butter Compartment’ – a comedic sketch series about what goes on in your fridge when you are not looking.

The new campaign from social and digital agency, GLOW is a tongue-in-cheek play on modern-day TV series launches. As such, the brand is approaching the big release in the same tried and true formula of major premiers.

The I Can’t Believe It’s Not Butter! teaser reveals key scenes from the series to prompt viewers to binge the full series on Premiere Day, January 17th. And where can you binge it – NOTFLIX. That’s not a typo. Watch below:


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Leading up to the premiere, I Can’t Believe It’s Not Butter! will tease its audiences on Instagram (Bio: Eat, Spray, Love), Twitter (43k followers), Facebook (where a whopping 425k individuals follow for not-butter content), and YouTube – which will see a full reskin promoting the premiere, complete with a Hollywood-worthy “Bread Carpet.” 

Social and digital agency, a continuation of its social-first strategy that the brand adopted this year, known for its humorous roots in advertising that date back to the Fabio days.


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A series of GIFs will serve up teaser content across platforms and will include: relatable one-liners, best reactionary GIFS, and a GIPHY sticker pack.

Post Premiere, the content will lean into spoofing typical TV streaming network engagement tactics, such as spoofing Netflix’s “Are You Still Watching?” feature – and recommending a “watch along” snack pack that drives viewers to a I Can’t Believe It’s Not Butter! recipe landing page. 

Movie posters will tease out other upcoming content that aims to bring in characters from other TV worlds, think: Spread Lasso (Ted Lasso), or The Spraytrix (The Matrix).

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